Advertising Markets Rise from Ashes of the Recession

Money spent on digital channels could account for 25% of the total dedicated to advertising in 2016, thanks largely to a surge in demand for mobile inventory this year.

The new prediction, released by global media network Carat, is based on data from 59 markets across EMEA, the Americas and Asia Pacific.

The company has said it expects digital to account for more than a quarter of all advertising spend next year for the first time ever, with a market share of 25.9%.

The company has also forecasted that advertising spend across all media will rise by $23.8 billion to reach $540 billion in 2015, marking a 4.6% year-on-year increase.

Positive outlook

Regional confidence, which saw positive growth last year, is expected to continue during 2015.

With the exception of Russia, which continues to show signs of struggling, all key markets are forecasting positive growth next year.

The UK, Spain, Greece and Portugal are showing signs of positive growth, while North America continues to bloom due to an expected growth in programmatic spending.

“The strength of digital continues to dominate discussions and the new distribution of spending” says Jerry Buhlmann, CEO of Dentsu Aegis Network.

“Carat’s latest advertising forecast gives us increased optimism for the outlook for global advertising spending. With harder times behind us, negative growth markets are pleasingly now a minority, and collectively we can look ahead to 2016 with positive growth predicted for all key markets.”

Carat has also released a table showing year-on-year growth in spend for ad markets across the world, with the findings displayed below.

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Adele MacGregor

Adele works as a news and features reporter for Existem, covering the latest updates from the performance marketing industry. Adele has written for Media Wales, Grazia Magazine and publications in Spain and the US, with topics ranging from social media and digital skills to local music and gymnastics.